5 ms·

Is it wrong for me to be a little startled by that conversion rate? I wouldn't have expected anything that high. It depends on how much of a commitment they're

Is it wrong for me to be a little startled by that conversion rate? I wouldn't have expected anything that high. It depends on how much of a commitment they're asking from volunteers. If you've already signed up on the website it's not much more to volunteer to pass out fliers at your office. If they want you to work a benefit or something than ya I'd agree it's a little high. Keep in mind too that these are people who have already actively signed on to support the campaign.

Semiapies 16y ago
Good points, though the best-testing design was the one that didn't phrase signing up as a commitment, but as an opportunity to "Learn More", hence my surprise.
- kgermino 16y ago
  That's a good point and when I was reading the article I actually predicted that the "Learn More" button would win because it was the least committal but I never drew the connection between that and volunteer signups. A few theories: 1) Maybe the feeling of not committing by pressing the button made people more comfortable signing up to be a volunteer, figuring that it probably wouldn't be too much of a commitment 2) Maybe the content on the Learn More page was just so good that the only thing that really mattered was getting more people onto that page and they would be comfortable 3) Perhaps the type of person more likely to click after seeing the picture of the family (Stay at home moms perhaps) was more likely to have time/desire to volunteer. As I think about it, assuming that one of these ideas is right which is probably not the case, I would guess that it's #3. I don't know the demographics of the people who volunteered but around me it seems like it would be the moms who go to the site, and they would probably be more likely to be skewed toward clicking with the family and non-committal button, while also being more likely to have the time to volunteer. Disclaimer: This is pure, assumption based, uninformed speculation of the worst kind.
  - Semiapies 16y ago
    Speculation, yes, but food for thought.
  - d0mine 16y ago
    As I understand it there is no "Learn More" page just a button: you give your e-mail, zip code and press the button. After that they send you the e-mail with the suggestion to volunteer. So 10% look impressive.
    - dsiroker 16y ago
      As I understand it there is no "Learn More" page just a button: you give your e-mail, zip code and press the button. You are correct. All of the variations would redirect to the home page regardless of what the button said. So 10% look impressive. Keep in mind that this is the percentage of people who volunteered at some point during the campaign after signing up on our splash page-- not the percentage of people who immediately decided to volunteer after signing up.

Semiapies 16y ago

Good points, though the best-testing design was the one that didn't phrase signing up as a commitment, but as an opportunity to "Learn More", hence my surprise.

kgermino 16y ago
That's a good point and when I was reading the article I actually predicted that the "Learn More" button would win because it was the least committal but I never drew the connection between that and volunteer signups. A few theories: 1) Maybe the feeling of not committing by pressing the button made people more comfortable signing up to be a volunteer, figuring that it probably wouldn't be too much of a commitment 2) Maybe the content on the Learn More page was just so good that the only thing that really mattered was getting more people onto that page and they would be comfortable 3) Perhaps the type of person more likely to click after seeing the picture of the family (Stay at home moms perhaps) was more likely to have time/desire to volunteer. As I think about it, assuming that one of these ideas is right which is probably not the case, I would guess that it's #3. I don't know the demographics of the people who volunteered but around me it seems like it would be the moms who go to the site, and they would probably be more likely to be skewed toward clicking with the family and non-committal button, while also being more likely to have the time to volunteer. Disclaimer: This is pure, assumption based, uninformed speculation of the worst kind.
- Semiapies 16y ago
  Speculation, yes, but food for thought.
- d0mine 16y ago
  As I understand it there is no "Learn More" page just a button: you give your e-mail, zip code and press the button. After that they send you the e-mail with the suggestion to volunteer. So 10% look impressive.
  - dsiroker 16y ago
    As I understand it there is no "Learn More" page just a button: you give your e-mail, zip code and press the button. You are correct. All of the variations would redirect to the home page regardless of what the button said. So 10% look impressive. Keep in mind that this is the percentage of people who volunteered at some point during the campaign after signing up on our splash page-- not the percentage of people who immediately decided to volunteer after signing up.